The Nightlight Project|海报/平面|广告营销案例【ADGuider广告指南】

夜灯项目

案例简介：概要罗纳德·麦当劳之家慈善机构 (RMHC) 为重病儿童及其家人提供医院旁边的临时住宿。家庭经常不得不远离家乡为生病的孩子接受医疗护理，寻找负担得起的住宿增加了他们的压力和焦虑。房屋是一个温暖而温馨的避难所-允许家庭在孩子接受治疗的医院附近呆在一起。可悲的是，由于空间不足，每周有多达30个家庭从罗纳德·麦当劳的每家房子里转走-对于已经在努力应对的家庭来说，这是一个令人心碎的现实。结果，许多人采取了绝望的措施，例如在车上睡觉，通常连续数周。战略对麦当劳经理的采访发现，每一所房子每天都会拒绝多个家庭，有些房子在最繁忙的时期每周都会拒绝近30个家庭。然后，这些家庭不得不寻找替代住宿，研究表明，该地区的酒店通常在短时间内就被预订一空，对于社会经济地位较低的家庭来说，价格过高。与此同时，我们对医院及其麦当劳住所周围的Airbnb网络的研究发现，即使在短时间内，空置物业的数量也相对较高。我们意识到，如果我们能找到一种方法在短时间内激活这些属性，我们将能够在任何医院周围创建一个支持社区，当罗纳德·麦当劳的房子满了时，它可以容纳大量的家庭。相关性 Nightlight项目使用独特的渠道策略来解决Ronald McDonald House的一个非常现实的问题。通过在需要时通过Airbnb激活人们，我们为慈善机构的住房限制创建了一个可扩展的解决方案-使用数字平台解决模拟问题。结果夜灯项目通过为有重病儿童的家庭提供溢出住宿来满足迫切需求。通过允许慈善机构欢迎更多家庭进入关爱环境，解决了罗纳德·麦当劳之家的一个关键业务问题。它并不能取代增加对罗纳德·麦当劳之家慈善机构的捐款以建造更多住宿的需要。它已被证明是慈善机构的可行选择，数十个家庭已经成为该计划的一部分，并提供了很好的反馈，以帮助塑造未来的计划。小夜灯的目的不是建立知名度或创造品牌知名度。夜灯是一个解决方案的家庭在绝望和紧张的时候，减轻他们的精神负担，并帮助提供稳定在一个不确定的时间。自从夜灯开始以来，没有一个家庭被兰德威克的罗纳德·麦当劳故居拒之门外。执行我们以悉尼Randwick的Ronald McDonald House为基础，通过一项试验启动了该项目。这所房子特别繁忙，位于悉尼儿童医院旁边，每周定期容纳多达30个家庭。与Airbnb合作，我们创建了一个消息模板，要求房东 (根据评级等特定标准选择) 将他们的财产免费捐赠给有需要的家庭。当房子达到容量时，这条消息通过Airbnb托管平台发送给房东。当房东接受时，他们的财产被添加到一个专门的Airbnb门户网站的列表中，只有RMHC员工才能访问。此门户网站允许他们浏览物业，选择最合适的住宿选项，然后在寄宿人和家人之间进行协调以激活住宿。 CampaignDescription 夜灯项目是罗纳德·麦当劳之家慈善机构和麦当劳利用Airbnb社区发起的一项倡议，旨在在RMHC房屋达到容量时为家庭提供住宿。这个想法激活了医院周围的寄主社区，将他们的财产捐赠给事业。这确保了每个家庭每天晚上都有一个免费的住宿场所-即使麦当劳叔叔的房子本身已经满了。该计划还使RMHC能够提高更广泛的意识-推动捐款，这使该慈善机构能够建造更多的房屋，从而容纳和支持更多有需要的家庭。

夜灯项目

案例简介：Synopsis Ronald McDonald House Charity (RMHC) provides temporary accommodation next to hospitals, for seriously ill children and their families. Families often have to travel far from home to receive medical care for their sick child, and finding affordable accommodation adds to their stress and anxiety. The houses are a warm and welcoming refuge - allowing families to stay together close to the hospital where their child is receiving treatment. Sadly, up to 30 families are turned each week from every Ronald McDonald House due to lack of space - a heartbreaking reality for families who are already struggling to cope. As a result, many resort to desperate measures, such as sleeping in their cars, often for weeks on end. Strategy Interviews with Ronald McDonald House managers uncovered that every single House turns away multiple families daily, with some houses turning away almost 30 families a week at their busiest period. These families then have to look for alternative accommodation with research showing that hotels in the area are often booked up at short notice, and prohibitively expensive for families from lower socio-economic groups. At the same time, our research into the Airbnb network around hospitals and their Ronald McDonald Houses uncovered a relatively high number of vacant properties, even at short notice. We realised that if we could find a way to activate these properties at short notice, we’d be able to create a community of support around any hospital, which could house the overflow of families when a Ronald McDonald House is full. Relevancy The Nightlight Project uses a unique channel strategy to solve a very real problem for Ronald McDonald House. By activating people through Airbnb when the need arises, we've created a scalable solution to the charities housing limitations - using a digital platform to solve an analog problem. Outcome The Nightlight Project meets an immediate need by facilitating overflow accommodation for families with seriously ill children. It has solved a critical business problem for Ronald McDonald House by allowing the charity to welcome more families into a caring environment. It does not replace the need for increased donations to the Ronald McDonald House Charity to build further accommodation. It has been proven as a viable option for the charity, with dozens of families having already been part of the initiative, and providing great feedback to help shape the program for the future. The purpose of the Nightlight is not to build awareness or create brand recognition. The Nightlight is a solution for families in desperate and stressful times, easing their mental burden and helping provide stability in an otherwise uncertain time. Since the Nightlight began, no family has been turned away from Ronald McDonald House in Randwick. Execution We initiated the project with a trial, based around one Ronald McDonald House in Randwick, Sydney. This House is especially busy being situated next to Sydney Children’s Hospital and regularly turns away up to 30 families every week. Working with Airbnb, we created a message template which asked hosts (selected based on certain criteria such as rating), to donate their property, for free, to a family in need. When the house reached capacity, this message was sent out to the hosts, through the Airbnb hosting platform. When the host accepted, their property was added to a list in a dedicated Airbnb portal, only accessible to RMHC staff. This portal allowed them to browse the properties, select the most appropriate accommodation option and then coordinate between host and family to activate the stay. CampaignDescription The Nightlight Project is an initiative from Ronald McDonald House Charity & McDonald’s using the Airbnb community that seeks to provide accommodation to families when RMHC houses have reached capacity. This idea activates communities of hosts around hospitals, donating their properties to the cause. This ensures that every family has a free place to stay, every night - even when the Ronald McDonald House itself is full. The initiative also enables RMHC to raise wider awareness - driving donations, which enables the charity to build more houses, in turn accommodating and supporting more families in need.